It’s not IHOP…. it’s IHOB! [watch]

The mysterious “b” in IHOP’s name change stands for “burgers,” and isn’t actually a name change. It’s a temporary marketing stunt to promote a new emphasis on burgers. “We are definitely going to be IHOP,” company president Darren Rebelez said. “But we want to convey that we are taking our burgers as seriously as our pancakes.” His company revealed the meaning of the “b” on Monday after teasing it last week.

An IHOP rep confirms that while one restaurant in Los Angeles will change its outdoor sign, all the others will simply feature “IHOb-themed elements” inside. Critics give the company credit because it “squeezed a decent amount of juice” out of the move, to be followed by a national ad campaign, saying stunts like this are generally a memorable way to launch something new.